News this week: This week, the Singapore Tourism Board (STB) announced an increase of 35% in marketing budget will be made this
year to boost the city-state’s MICE industry. The marketing strategy will focus
on generating awareness through PR activities, advertising and increased
participation in tradeshows.
According to STB’s assistant chief executive, Neeta Lachmandas, a
“substantial sum” will go towards brand building and marketing campaigns. The
STB will also build event attendance by raising awareness of specific events
through advertising directed towards the delegates.
Lachmandas was quoted saying, “Prior to 2013 and 2014, we had a bit of a
quiet period which we did not have that much of a destination branding for
MICE. In the U.S. and Europe markets, we are targeting the association
conventions as well as exhibition and conference event organisers; in
Asia-Pacific, we see bigger opportunities for corporate meetings and
incentives.”
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